A new strategic tool for managing the economic recession: Creating shareholder value with lateral marketing

Abstract

Mortgage crisis, which started in 2007 and is still ongoing, has caused a big economic recession in the world economy. That recession made business managements to do important strategically and institutional reactions alongside globalization of markets, changing in industrial structure, information revolution and increasing of customer expectations. Such that, if investors perceived that company stack in an unattractive market and has no competitive advantages, they would give up investing. The main determinant of investing on a company for investors is the company's ability of managing profitable investment opportunities. Managing profitable investment opportunities provide creation of shareholder values by increasing the market value of business. Lateral marketing is the newest and effective way to help businesses while managing profitable investment opportunities and creating shareholder values. Lateral marketing provides businesses to create new product and services for making better existing jobs, to make decision based on lateral thinking phenomenon and to gain competitive advantages on the market. The aim of this study is; assessing the share holder value creating talents of enterprises during economic recession periods for survive and improve their economies by using lateral marketing instrument. In this context, the shareholder value and lateral marketing concepts in literature analyzed and the capacity of companies on creating shareholder value by using lateral marketing assessed. Thus, the study is theoretical and original. The basic assumption of study is, by creating share holder value economic recession might exceeded. © 2011 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of 7th International Strategic Management Conference.